Earlier this month I was speaking to a group of agency owners and the topic of specialization came up, at least when it comes to business development. This elicited a comment from one of the agency owners in the audience. They had tried this specialist strategy and it didn’t work. In fact, it had the opposite effect — they couldn’t find enough new business opportunities to sustain the firm. What did I have to say to that?
To be sure, I see enormous benefits to specializing when it comes to new business, but it’s not without its risks, as this agency owner pointed out. This month, I offer some hedges against that risk.
Imagine a couple of common scenarios - an important RFP has just landed in your in-box. Or, an important client has just asked you for a proposal that will significantly expand the amount work you do for them. Do you...
...tangle yourself in boilerplate language that you've recycled from a past proposal?
...jump in without a clear content strategy?
...suffocate your language with esoteric terms that the client can't relate to?
If any of this sounds familiar, you might want to check out my recent guest column on Agency Post. I've noticed that ad agencies get into some bad habits that, if broken, would make proposals not only easier to write but also more effective at what they’re meant to do - win you more business.
Last January, I started off the year with some thoughts on what’s required to hook a big client. In case you don’t have time to re-read the post, I’ll cut to the chase: winning big takes the courage and commitment to think big.
But details matter too. Sometimes they matter a lot. In extreme cases, neglecting the details derails the pitch, turning your big ambitions into a lot of wasted energy and frustration.
So this January, I thought I’d start off 2016 with five stupid and avoidable reasons for any ad agency to lose a new business pitch.
While both are essential for generating revenue, “sales” and “new business” require paradoxically different skills. Yet, most ad agencies expect their new business leads to excel at both and are often disappointed when they don’t.
This week, check out my guest column in Agency Post examining the important differences between these two skills, and how to determine which one your agency needs more.
Assigning responsibility for a pitch can be a bit like throwing around a hot potato – no one wants to take ownership of it for very long. It’s not hard to understand why. Running a pitch can be grueling work – long hours, intense schedules, lots of moving parts, typically piled on top of someone’s day-to-day activities that already have them working at 110%.